MERCADEO Versión en español
Samantha Villavicencio of Orci Advertising: U.S. Hispanic consumers instantly detect lack of authenticity
Liz Unamo| 4 de diciembre de 2018
Samantha Villavicencio
Orci Advertising´s Social Media Creative, Samantha Villavicencio, spoke about the Hispanic community being one of the biggest and therefore one of the most important minorities in the U.S., which is why the Spanish language is and will continue to be key to creating relevant cultural connections with members of an ethnicity that constantly seeks different ways to preserve its traditions and share them with relations. “Today, we must be careful how we represent this community, since it is increasingly well educated and can instantly detect a lack of authenticity” she said. Villavicencio described three key elements that make this audience unique: 1. Not all Hispanics who live in the USA are Mexicans: The Hispanic community is as diverse as it can be, which makes it so important to study the differences that distinguish each group. At the same time, we must learn to identify the things that unite them. 2. Adapting content already produced for another market does not work the same: Recycling something that does not speak to Hispanics directly, or that represents them with stereotypes instead of showing them as they really are, will not work, because it doesn´t have the elements Hispanics relate to. 3. Whatever you do, keep it authentic: This community has thousands of things that make it very special. Discover them and you will have their attention. She highlighted Orci’s experience with its client Dole Sunshine Latino: “It’s a great example of a success story achieved through constant learning. Over the last year and a half we’ve managed to double our number of followers and also increase exponentially the views, engagement and sharing of our posts. Though the benefits of applying what we learn might seem obvious, it is often taken for granted.” “We, the members of the U.S. Hispanic advertising industry must do our part and continue educating our clients on the importance of creating original and authentic content, designed with the country’s true Hispanic audience in mind. We must all struggle against stereotypes and preserve all the small things that make us who we are, that make us different” Villavicencio said.
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